An online retailer ***** nutritional supplements and alternative medicine, Herbal Advisor has a marketing staff of 10 Product Marketing Executives (PMEs) among whom; around 10 thousand products (incl. variations) ***** the Web Site are evenly distributed for their paid Web Marketing. The study reveals how strategic competition proves to be more effective than team cooperation in achiev*****g the company's targets.

Methodology

Every team mem*****r's initial assignment was to generate as many "specific" search terms as possible from every unique product name for paid submissions in Overture.com, and Google.com which were two of ***** main search engines where the company's Web Marketing was done.

***** the help of ADManagerTM - a state-of-the-art Tracking System of the company, ***** PME could moni*****r the revenue generated from each search term, as well ***** the advertising cost incurred thereon, specifically in each search engine.

Flaws in ***** Cooperation

The ***** *****itially followed a ***** policy that ***** based on Team *****. According to this, the team was given a collective task ***** search term generation and submission without evenly distributing the products for marketing among them. The results led to an incredibly high ***** cost ***** was beyond budgeting, and sales way too low than that which was forecasted.

When discovered, it ***** noticed ***** the team did not take the pain in even understanding the product types, or knowing ***** ***** carried by the Web S*****e's inventory. They collectively generated all heath-related search *****s that they found to have high click-through ratio. Consequently, the generated ***** terms ***** general words like "nutrition," "weight loss," "hair care," "fitness," "diet," etc. ***** got the website innumerable visitors, but almost none that converted to a buyer.

When it was individu*****y inquired ***** each PME, the general reply was that they knew web *****, but ***** not know how to generate revenue through the activity. They had collectively done ***** job with loyalty, ***** if their was no buyer, it ***** as a result of consumer psychology th*****t he comes to the ***** Site for information, and goes ***** the local pharmacy for buying.

***** of Strategic *****

***** management, instead of replacing its entire marketing staff, revised its marketing strategy ***** assigned all the products among ***** staff. They were told to generate search terms by their names. Thus, each ***** ***** his ***** terms that he / she monitored. The basic salaries ***** reduced and a commission was given upon revenue generated ***** the sales of the products of each PME. Any search term incurring advertising cost beyond a set c*****p, got ***** extra ***** recovered from the respective PME's *****.

The ***** showed the following:

***** ***** search terms were automatically removed as every PME refused to take *****m in his / her account due to the ad-cost recovery policy

The Search Term Inven*****ry got over 4000 "specific" search terms per ***** Eng*****e